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Essay about Uggs - 722 Words ugg ugg
Uggs

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International Business Strategy
November 2010

The not so UGGly Truth
A Case Study of UGG Australia

CONTENT

I - UGG Australia’s success pillars4

1 - Evidence of their success: their financial position4

2 - The marketing strategy: the four P’s4

3 - International Business Strategy5
3.1 Incremental internationalization5
3.2 Psychic Distance6

II - Dual Strategy towards brand sustainability7

1 - Market Penetration7

2 - Product Development8

III - Conclusion9

IV - Bibliography9

V - Appendices9

Since its acquisition by Deckers in 1995, UGG Holdings Inc. has grown from a local Australian brand favoured by surfers to a global luxury brand name. This growth has been spurred by one product in particular; the UGG boot. These boots came into fashion and saw their sales rise from US$ 37 million in 2003 to US$ 567 million in 2009[1] (Annual Report, 2009). Despite marketing products that are subject to fast changing trends and fashion, UGG Australia has shown stable growth over the last decade. Nevertheless, the ever-changing nature of the fashion market has proven problematic for other shoe brands, such as Crocs. In 2009, these trendy colourful slippers fell out of fashion and the company lost US$ 185.1 million dollars. (Mui, 2009) At first glimpse, it seems that UGG Australia has circumvented these fashion market pitfalls with their product, however, the question remains then, what it is that sets UGG Australia apart from other luxury fashion brands.

This paper aims to answer to the question whether UGG Australia[2] has succeeded in turning a ‘passing fad’ into an established brand. This paper consists of two parts; The first part of the paper analyzes the foundation of UGG Australia’s brand image: the marketing strategy and the international business strategy. The second part of this report will analyze the optimal strategy for UGG Australia to ensure brand sustainability.

I - UGG Australia’s Pillars for Success

1. Evidence of UGG’s Success: The Financial Position

As can be seen in the financial overview in table 1, UGG Australia has seen its gross sales rise from US$ 483,781 million in 2008 to US$ 566,964 in 2009, which is a 17.19 percent increase. According to Decker’s Annual report, 2009 was the 12th consecutive year in which UGG achieved a double-digit growth (Annual Report, 2009). This is a rather remarkable growth, considering the fact that both years have been characterized by poor economic conditions.

|  |2003 | |C |D | |MARKET DEVELOPMENT |DIVERSIFICATION |

MARKETS

New

Market penetration

Through market penetration, Deckers acquires high market share of its existing markets with its existing product lines. This strategy is framed around the existing strategic capabilities of the company.

Product development

This strategy is also adopted by the company by delivering new or adjusted products to its existing markets. This strategy implies a high amount of innovation through heavy investment.

Market development

The company distributes the existing products to new markets.

Value creating reasons for diversification are the following:

• Efficiency gains

• Stretching corporate parenting capabilities

• Increased market power

Appendix 4

International Strategy

International strategy framework

The international strategy adopted by the company has shaped the choice of country markets and especially the modes of market entry.

Appendix 5

Business-Level Strategy

Focused Differentiation Strategy

Seeks to procure high perceived product advantages justifying a considerable price premium targeted to selected market segments -niche.

Appendix 6

SWOT Analysis...




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UGG AUSTRALIA和JUMBO UGG的区别 ,真伪辨别



(2010-11-07 18:37:54)转载▼





标签:
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本文章中的链接均已失效,请点击下面的链接进行查看哦~
http://www.douban.com/note/99407000/




市场上Ugg材质划分

ugg如此受欢迎主要源于其优质的保暖性。ugg保暖性的好坏取决于原材料材质,目前国内市场各种版本各种材质的UGG混乱无序,但主要分以下几种:
1、麂皮绒面+人造毛里
该材质是由绒布加一层化纤毛制成,材质差,透气性差。
2、牛皮面+混纺羊毛里
目前市场上比较多的材质,混纺毛里混了高达百分之70以上的化纤,降低了保暖性和透气性。
3、国产内销2-3级羊毛一体

这种虽然是采用“皮毛一体”的材质,已经比较接近正版材质了,但是采用的是无法达到出口标准的2-3级羊皮毛,皮质比较软薄不经穿,羊毛稀疏短于1.8MM标准。
4、国产出口1级皮毛一体

这种皮毛质量是用专柜出售的UGG材质,皮质均匀厚实,毛质厚密软滑,长度达到1.8MM左右(偏差小于2MM)闻上去隐约有羊毛特有清香,脚感保暖透气无闷热之感,具备优质纯羊毛具有的透气性,保暖性,防潮性和保健性4个优点。



美国UGG
AUSTRALIA和澳洲JUMBO UGG的区别?
区别一,加工地不同。美国UGG加工地中国和新西兰。澳洲JUMBO UGG为AUSTRALIA手工制作。
区别二,风格不同。美国UGG是大品牌,我觉得它的产品做的很精致,有设计感,款式又多又好,很时尚,适合挑剔的追求细节的追求时尚的人的眼光。JUMBO
UGG因为是手工制作就显的很粗犷,很野性,很原始,当然也有独特的设计,例如防水涂层的设计,适合狂野烂漫,风格独特,不拘小节,懒散豪放的需求。
区别三,毛皮不同。两者用的都是澳洲的高质量的毛皮。美国UGG的型要硬一点,体现在毛皮的硬度上。一般来说,绵羊毛皮是非常柔软的皮料,我想,美国UGG的处理皮料上的工序应该比JUMBO的多一些,所以才能够不这么柔软了。当然,我说的硬度只是相对比JUMBO来说。而JUMBO的可能在毛皮处理工序上少一些程序,所以更接近于原始的绵羊毛皮,靴子里面的毛毛非常的浓厚,感觉仿佛能听到绵羊的叫声哦….
 


怎么样去辨别ugg雪地靴:

1.从价格上来说。由于ugg的原材料很贵,是澳洲产的整张小羊皮制作成的,皮毛一体,鞋底也有特殊的构造,即使是由ugg生产工厂的出厂价也不会是一二百,这一点请各位mm一定要记得,那些“令你心动的价格”买回来的ugg绝对是假货。
2.从颜色上来说。正品的ugg, 颜色很正,ugg官方网站上的颜色为准并且内部毛毛的颜色和外面的颜色是一样的。

3.从鞋型上来说。表面的触感也相当细腻柔软,鞋型也比较秀气精细。里面的的剪绒很整齐,密度长短均匀,手感非常柔软舒适,光脚穿非常舒服。重要的是穿上后会感觉轻便,没有负重感。相当暖和。
4.从鞋子构造来说。
1).靴内还缝有洗水标(上面款式、名称、编号、材质、码数、产地等)
2).盒子侧面贴有码标(上面注有款式名称、编号、颜色、码数、男鞋or女鞋)
3).成双鞋的相同部位要一致,色泽花纹要一致,鞋头长短、后帮高低要一致。
4).鞋面针车线基本一致,无跳针、漏针、断线。
5).鞋内外整洁、平顺、无收缩变形。
6).UGG鞋底上有‘R’的注册标识并且肯定有ugg的烙印。
7).ugg传统鞋型的商标在后脚跟处(ugg商标) 拖鞋,家居鞋的商标是机器加印在鞋皮上的 。
8).所有ugg的产品都是手工作品



三分钟辨别UGG

 燃烧羊毛。当大家拿到一款所谓的正品羊毛一体的UGG第一件要做的事情,燃烧UGG的羊毛。纯羊毛:火烧后,有脂肪焦臭味,用手一捏,即成粉状。和头发燃烧后一样的味道和状态。混合羊毛:因为含有化纤成份,燃烧后无焦臭味,也无粉末,呈胶状物。吊牌和手提袋。所有羊皮毛一体的UGG,都不可能去挂所谓的UGG吊牌的,因为不去破坏整张羊皮的完整性和保暖性。更不配有所谓正品UGG的手提袋。专柜是根本没有的。带吊牌和手提袋的UGG均为牛皮+混合羊毛款。鞋底问题。09新款启用太阳花大底,如UGG5803。以上这些方法,可以帮大家迅速鉴别正品UGG羊毛一体款和牛皮+混合羊毛经济款。
1.专柜分体盒包装,采用成本高昂的美国进口高强度三层瓦楞纸作为材料制成;
2.盒内带有包装专用硬板隔条,可以有效防止靴子在运输过程中产生的变形;
3.并配有UGG英文原版烫金正品认证卡片以及UGG保养护理说明卡片各一张;
4.每只靴子均套有最新版的专用高分子复合环保防尘袋;
5.每只靴子内均有UGG专用鞋头衬一只,以便保证鞋头楦型圆润饱满,皮质伸展;
6.鞋筒衬一只,防止鞋筒变形弯曲,以便保证直立的筒型;
7.鞋筒盖一个,具有靴子内部防尘的功能;
8.采用最新的彩色条纹码。




最后关于UGG的选购:

因美国UGG的名气实在太大,加上大多数款式又是在国内加工的,我们加工大国出来仿版的也是自然的。谁让中国是加工大国,又是仿冒大国呢。仿货也有分等级,就好像LV,分三六九等。最蹩脚的当然就是假毛假皮的;往上真皮假毛的,真皮一般为牛皮;接着往上真毛贴真皮的,一般为牛皮羊毛;再往上就是真正的羊毛皮一体了,也就是自然长成的双面的绵羊毛皮,从羊身上剥离下来的,一面羊毛,一面是皮的,其实是一张皮料。有很多人混淆了毛皮一体的概念,把一面是毛的一面是皮的都叫做毛皮一体,不管是真毛假毛是不是粘贴而成,总之牛皮的肯定不是原单了。
淘宝ugg真假辨别:正品是代购的,价格都在1000以上,而仿品大多都是170-400之间。
有美国和澳大利亚ugg代购的,更多的是国内的原单和高仿,毕竟这些才是淘宝上真正热卖的ugg雪地靴。
 


最后给大家推荐几家不错的UGG店铺

如果不缺钱,而且追求品牌的MM的话可以到海外代购或到北京专柜购买,但ugg雪地靴正品价格一般是国内仿单3-5倍;如果追求性价比的话,国内原单或精仿是一个很不错的选择。毕竟有些国内的精仿超A质量也可以跟正品相媲美,像羊皮毛一体UGG雪地靴,广州的做的质量是全国最好的。
 
 
官方店:

yellowearth旗舰店 
Yellow Earth紧随UGG
Australia进驻大陆市场,这个是淘宝商城的官方旗舰店,由于是刚新店,款式还不是很多,但都是正品,想买正品UGG的亲,值得一看。
 
代购:
1.抠抠户外专营店 

     
正品代购,不过只有5815 和5825两个经典款在卖 价格虽高但比起国内专柜还是很有吸引力的,几乎全部满分好评。
2.折扣店澳洲代购       
貌似是一家外语翻译公司兼职在卖,或许正因为他们与国外联系较方便的原因,他们家的价格与专柜比起来相差较大,大都在500上下,评价很好,都说是正品。
国内精仿:

3.沪宁雪地靴专卖店
 国内精仿  种类超多,好评也挺多,5815
5825  5803 mini款 防水系列
UGG护理套装,鞋垫,各种配件,应有尽有,价格适中。
 
4.冰心百合雪地靴旗舰店 同样属于国内精仿,有几款镇店之宝,很是不错。
 
5.UGG淘宝旗舰店
6.UGG雪地靴品牌供货网 五钻卖家鞋款偏向淑女,白领
7.乙家人UGG羊皮毛一体雪地靴  
8.极度梦想正品雪地靴旗舰店 
9.Mr.ye 
UGG雪地靴(这家不错,种类多)
10.明威雪地靴世界
11.UGG平价鞋城
12. 亦呜旗舰店
13.星期八UGG专卖



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